Graphic design is definitely much more than making "pretty" pictures.

One important, and often overlooked, purpose of graphic design is to make information accessible and therefore usable. After all, a telling alternative name for graphic design is visual communications.

A piece of communications needs to be designed (ie consciously thought through) so as to acknowledge the needs of the audience, and guide them in the most appropriate way through the information.

Have you come across a poster announcing some great event, only to then struggle to find the venue and date information? Have you visited a website so chock-full of information that it is just impossible to find a meaningful way through it all? Those are typical examples of information architecture failure.

Layout the following in decreasing order of visual prominence:

1. The essence
The core benefit to, or critical information for, the reader.
This key message should be as short as possible. Use a phrase or a word!
Eg: Save time and make more money!
Eg: Big hole ahead!
Don't use headings that communicate nothing useful.

2. Supporting information
The important supporting information.
Use up to three sentences. This expands on the key message.
Eg: "Speedy and Sleepless" pills let you reclaim hours lost to sleeping.
Eg: No passage for vehicles or pack animals.
Don't offer new information that is unrelated to the key message.

3. Desired actions
The actions you want to encourage.
State clearly what you want the reader to do in response to your message.
Eg: Get "Speedy and Sleepless" from all good chemists everywhere.
Eg: Detour 100m on the left.
Don't make the reader guess.

4. Additional/optional information
Expanded information.
Only if the reader is in a position to want more information.
Eg: Scientific research behind "Speedy and Sleepless" and testimonials.
Eg: Explanation of why there is a big hole and when it will be fixed.
Don't go on and on about you and how good you are (unless the point is to sell how good you are).

5. Logistical information
Identification, logistical and contact information.
Times, dates, fineprint, logos and such details.
Eg: Side-effects of "Speedy and Sleepless" and approval badges.
Eg: Contact details of the local council or road works department.
Don't forget important details like dates, locations, and disclaimers.